by Max Marbut
Staff Writer
“This money has been held and growing for years so we’d have it for a rainy day. Well, it’s pouring right now,” said Fred Pozin, chair of the Tourist Development Council’s subcommittee on marketing and advertising following its meeting Thursday morning.
The subcommittee had just approved a motion to recommend at the next full TDC meeting the expenditure of a portion of a reserve fund that was established more than a decade ago. The funds would be used to mount an aggressive marketing campaign to bring more overnight leisure and group travel to Jacksonville.
The proposed $1.475 million budget would be utilized in two phases, focusing first on a short-term campaign to boost business through the end of 2009. The second phase would be used next year to expand marketing efforts for Jacksonville’s proven events including the Florida/Georgia game, The Players Championship and the Jacksonville Jazz Festival.
Pozin, who is also general manager of the Ramada Inn in Mandarin, pointed to the recent and consistent downward trend in hotel occupancy in Jacksonville as more than enough reason to spend the money.
“We’ve got to reverse the trend and this is a good time to invest, when our competitors are cutting their budgets,” he said.
He was referring to other Florida cities who compete for travel business like Miami, Tampa and Orlando.
“Our competitors don’t have the money to promote themselves right now, but we do,” commented John Reyes, president and CEO of Visit Jacksonville. “Companies are paying $1 million to walk away from a meeting (contract in a high-profile location) because they don’t want the extravagant reputation. Jacksonville can capture some of that business.”
Dan King, general manager of the Hyatt and president of the North Florida Hotel & Lodging Association, agreed.
“We have the opportunity to bring in business that used to go to Las Vegas. Jacksonville is very desirable in terms of cost and amenities. Groups tell us they had no idea what Jacksonville had to offer. We represent a better value and it’s time to use these funds to market the destination,” he said.
King also said more business could be gained by marketing Jacksonville’s signature events to potential visitors within a three-hour driving distance.
Jim Dalton, president of the Dalton Agency, Visit Jacksonville’s agency of record, reported the current marketing campaign has been successful by focusing on that “drive market.”
He also said now is a good time to invest in advertising since due to the economy, advertising rates are lower than a year ago, particularly print advertising rates.
Pozin pointed out any marketing campaign would have to be strong on value like one that appealed to him recently.
“Ordinarily, I wouldn’t think of going to Amelia Island and spending the night because it’s just 45 minutes away. But I saw an offer for the second night free and that got my attention,” he said. “Even if a hotel offers a lower rate, visitors have an impact on the community. They eat in restaurants and help preserve jobs at hotels.”
King said he’s sure hoteliers would “strongly support a campaign as partners.”
The next meeting of the TDC is May 21, and the question was raised if that would leave enough time, assuming the expenditure recommendation is approved, to implement a successful marketing campaign to stimulate summer business.
“Yes. We can have a campaign ready to fire the next day,” said Dalton.
After the meeting adjourned Pozin said he hopes his colleagues on the TDC will also support expanding marketing budget with reserve funds.
“The economy has caused people to become more careful when they spend money on travel,” he said. “We have to develop and then market promotions and special offers to give people an excuse to come to Jacksonville.”
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